SCG Promo CEMENTLYMPIC by Lowe Bangkok

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Industry Construction & Civil Engineering
Media Promo & PR
Market Thailand
Agency Lowe Bangkok
Director Chiwan Siripornpinyo
Executive Creative Director Piya Churarakpong
Art Director Porakit Tanwattana
Copywriter Thanannop Poonkhlai
Producer Chudthai Khumpong, Udom Piboonlapudom
Account Supervisor Ladarat Charoenpinijikarn
Editor Peerapong Taimchumpon
Released March 2011

Credits & Description

Category: Best Use of Games
Advertiser: SCG
Product/Service: CEMENT
Agency: LOWE
Date of First Appearance: Mar 14 2011
Entrant Company: LOWE, Bangkok, THAILAND
Chief Creative Officer: Kitti Chaiyaporn (LOWE)
Executive Creative Director: Piya Churarakpong (LOWE)
Copywriter: Thanannop Poonkhlai (LOWE)
Art Director: Porakit Tanwattana (LOWE)
Producer: Chudthai Khumpong (LOWE)
Account Supervisor: Ladarat Charoenpinijikarn (LOWE)
Advertiser's Supervisor: Suchaya Pienchob (LOWE)
Account Manager: Sarun Chittaropas (LOWE)
Planner: Dr.Atichart Suntharos (LOWE)
Production Company: - (MUM FILMS)
Director: Chiwan Siripornpinyo (Ad Production Co.,Ltd.)
Producer: Udom Piboonlapudom (Ad Production Co.,Ltd)
Cameraman: Keanghak Umnaypon (Ad Production Co.,Ltd)
Editor: Peerapong Taimchumpon (Ad Production Co.,Ltd)
Production Manager: Wesarat Thirasarichoti (Ad Production Co.,Ltd)
Production Manager: Ritthirong Pongrueang (Ad Production Co.,Ltd)
Post Production: The Post Bangkok
Animation: Imagimax
Media placement: TVC - Ch.3,5,7,9 - 14/03/2011
Media placement: Poster - Construction Site - 21/03/2011
Media placement: Cement Stamp - Construction Site - 21/03/2011
Media placement: Sport Event - Nonthaburi Sport Stadium - 14/04/2011

Describe the objective of the promotion.
Current cement products in the market delivered rough application and poor absorption. Tiger Cement launched a new cement which enables the smoothest application with great absorption. It took less time for masons to finish their work.
Challenge: Make masons believe that the new cement enables them
to finish their work faster than ever.

Describe how the promotion developed from concept to implementation.
The CEMENT-LYMPIC. The sport event for masons to experience the product’s efficacy to the extreme. The competition included sports specifically designed to demonstrate the smoothest application and great absorption of the product.

Explain why the method of promotion was most relevant to the product or service.
The solution did not just drive masons to experience the product in a very unique way. The game itself has become the sports Thais enjoy to play.

Describe the success of the promotion with both client and consumer including some quantifiable results.
More than 1,000 masons joined the games, and over 5,000 in attendance. Sport news coverage reached 12 million people. 20% sales growth (from 7.6 Billion Baht to 9.1 Billion Baht) Cement application games become new sports of Thais.